Analysis of Traditional Market Traders' Survival Strategies and Social, Cultural, and Economic Interactions in the Digital Era
Year: 2024
Type: article
Abstract: This research aims to explore the strategies adopted by traditional market traders, particularly the groceries traders at Pajak MMTC Medan City, in responding to the development of the digital market. The approach used in this research is qualitative with data collection methods through in-depth interviews, participatory observation, and documentation studies. The data analysis techniques used include data reduction, data presentation, and conclusion drawing. The research findings show that although Sembako traders in MMTC face challenges from the digital market, they implement various strategies to survive, such as adapting to technology, improving service quality, and strengthening social relationships with consumers. Social interactions rich in local cultural values and mutually beneficial economic relationships are the main factors in maintaining their business continuity. This research is expected to provide deeper insights into the dynamics of traditional markets in the digital era and provide policy recommendations to support the survival of traditional market traders in big cities.
Source: Perspektif
DOI: 10.70489/9ejvvz21
Authors: Dhea Rahma Novita, Assyfa Urrahman, Rahmad Ismail Lubis, Aldy Fauzan Darmawan, M Taufik Hidayat, Ahmad Fernanda Desky
Institution: Universitas Islam Negeri Sumatera Utara
Language: English
Subfield: Demography
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4405852242